Indians love for Scotch and the finest TGR

India is one of the biggest market of Whisky. The drinking of Scotch whisky is learnt to be introduced somewhere in the 19th century and during the British Raj. Earliest known brewery was set up in the late 1820’s by Edward Dyer at Kasauli. The brewery was converted to a distillery and it is there since.


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Indian Whisky market is 3rd largest in the world after China and Russia. Datamonitor, the consultancy, in a report estimated that the Indian market will be worth $39 billion in sales by 2014, up from $22 billion in 2009. The Scotch Whisky Association said that in 2010 producers in Scotland exported 40.1 million 700ml bottles of Scotch whisky to India, an increase of 40% from 2009. Similarly, other market research has indicated that India consumes 260 to 270 million cases of Whisky per year.

Since, India is a huge market for Whiskies, locally made are the ones which have a huge market share. Since the reduction of import duties, Scotch Whiskies have made entry to India and have been on the upward movement w.r.t the market share.

All thanks to United Spirits (USL), Black Dog brand is the world’s fastest growing Scotch Whisky in the past 5 years as per International Wine and Spirit Research. Black Dog became part of USL in 1964 and has reported 48.9% rise in sales and is amongst the top 3 Scotch brands in India.

Indian Scotch market is now estimated at over 2.5 million cases annually and is growing.

Black Dog is famous both with the younger generation and older generation. They party hard and in parties they tend to go for the Whisky which defines status. Black Dog’s 12 YO scotch is the most famous amongst the Indians and now the Black Dog’s new Triple Gold Reserve is at the same level as the Black Dog 12 YO. Indians generally think about the status when going for anything, including the drinks they have. Also, Indians do prefer the best quality when they go for the premium whiskies. Thus Black Dog has made huge impact on the lifestyle and is the most famous brand.

With Black Dog TGR, it is going to get better as they have one more premium best quality scotch whisky in the market. Indians have loved the best scotches and Black Dog and TGR are the best in the market now. TGR with its Triple maturation process, involves Grain whiskies and Malt whiskies separately matured in American Bourbon Casks and then blended together and matured again in Oloroso Sherry Butts for an extra longer period of time to give the blend a distinctive flavour and a delicate finish. Thus giving competition and matching to the 12YO blended scotch in the market.

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Disclaimer: The above content is for people aged 25 and above. Do not drink and drive. Drink Sensibly. Underage drinking is crime.

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